The decision.
Pack designs, four flavours each.
FitSpo is a gluten-free protein cookie. The agency delivered three designs. Two are near-identical, with the logo in the top corner and the cookie beside it; they differ in where the foil shows through the white panel and in a slightly larger logo. The third puts the logo in the middle and the cookie in the bottom corner. We split every pack into six parts so the designs could be rated as drawn and each part scored on its own.
The cookie photo added the most.
With the cookie photo on the pack, 26 more shoppers in 100 said they would buy. Nutrition claims and flavour name added 23 each, the wrapper 18, the badge 7, the logo 5. A pack with no gluten-free badge scored the same as a pack with one.
The middle-logo pack won Bulgaria and Greece. In Saudi Arabia all three designs scored over 90, with one of the corner-logo packs four points ahead.
A flavour name people can read.
The winning pack printed its flavour name in white on the shiny yellow wrapper, which is hard to read. The corner-logo packs printed theirs in dark type on the white panel. Give the winner the dark type and ten more shoppers in 100 would buy, on average: nine in Bulgaria, thirteen in Greece, nine in Saudi Arabia.
Below, the highest-scoring option for each part.
Pick a market and swap any part. The score is the sum of the parts, which is all you need to compare two packs.